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Although the universe of noncustomers typically offers blue ocean opportunities, few companies have keen insight into who noncustomers are and how to unlock them. To convert this huge latent demand into real demand in the form of new customers, companies need to deepen their understanding of the universe of noncustomers.
The first tier of noncustomers is closest to the current market, sitting just on the edge. They are buyers who minimally purchase an industry’s offering out of necessity but are mentally noncustomers of the industry.
The second tier of noncustomers is people who refuse to use an industry’s offering. These are buyers who have seen the current offering as an option to fulfill their needs but have decided against participating.
The third tier of noncustomers is farthest from the market. They are noncustomers who have never considered the market’s offering as an option.
Why do you need to identify the demand that exists beyond your industry?
Making a blue ocean shift is about creating new demand and growing your industry, rather than competing for existing customers. One of the first steps of the blue ocean shift process is to identify the demand that exists beyond your industry. These are your noncustomers: buyers who don’t buy into your industry, product, or service yet.
Adopting a blue ocean perspective can allow you to reach beyond your existing industry’s customers.
For the past three decades, the business mantra has been “customer first.” Yet focusing on retaining and expanding an existing customer base often results in finer segmentation and the greater tailoring of offerings to meet customer preferences better. This will likely lead companies into too-small target markets of an existing industry.
